Sheetal Persaud & Matt Barr - Reaching the Next Generation of Supporters through Integrated...

REACHING THE NEXT GENERATION OF SUPPORTERS THROUGH INTEGRATED BRANDING PROGRAMS

We provide leadership to nonprofit organizations in using new technologies to market, fundraise, advocate and brand build more effectively.

Sheetal Persaud, Fundraising Innovation Consultant, hjc

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Matt Barr, Fundraising Innovation Consultant, hjc

www.hjcnewmedia.com @hjcnewmedia #mcc11

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Passion brands have a hard job....

You can’t just shows ads, have great creative and expect people to support you

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You’re selling...

• Knowledge and awareness of an incredibly meaningful cause

• The great feeling that comes from philanthropy

• The opportunity to spend time helping others

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That can be hard to portray...

How can you brand your non-profit?

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Establish your brand

Reach people

Allow others to

share your brand

ESTABLISH YOUR BRAND

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Do you know who you are?

• Make sure YOU and your staff/board know your brand

• Ensure your brand resonates through all the media you use

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Consistency = recollection

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Consistency can be really simple

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Consistency is key

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1. Consistent Branding – Secure your brand name, vanity URLs – Customized creative

• Branded twitter background • Logo as profile picture/avatar

2. Creating an editorial calendar for consistency – Daily updates – Schedule of upcoming campaigns/events

3. Integration with offline/online – Add social icons to website/blog – Promote via e-mail signature – Mention in DM

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Ensuring a consistent brand experience may sound easy...

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Disparate teams = disparate branding

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Fundraising Events

Marketing

Communications

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Public

Relations

Volunteering

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“Hives are adjacent to each other, and while their members each have roles, from products (honey) and defenders to mates and rulers, these hives allow for fluid interaction.” -Geoff Livingston

How can you be more like a “hive” organisation? • Have connectors (people, processes or

meetings with the function of ensuring a consistent brand experience)

• Shared resources e.g. documents, work spaces, wikis, calendars

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REACH PEOPLE WITH YOUR BRAND

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Who are your audiences?

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To promote your brand...

• You need to know WHO your core audiences are

• You need to know WHERE they are

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Most non profits are dealing with multiple audiences

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Next Gen: A landmark survey

• Released Nov. 2010 • Exploring multi-channel

preferences and charitable habits of 4 generations of Canadians

• Featured in: Globe and Mail, Financial

Post, CNBC, the NonProfit Times, Charity Village, the Vancouver Sun

Download the full report: www.hjcnewmedia.com/nextgen

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© 2010 Convio, Inc.

Mobile Habits

49% Mobile ONLY phone

32% Mobile primary

42% Facebook Mobile app

53% Texters

Defining Values Time to give back What’s in it for me? Online connection

Social Media Habits (% doing regularly)

70% 49% 25% 16%

Gen Y

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© 2010 Convio, Inc.

Defining Values Peer-motivated Time vs. money Online connection

Social Media Habits (% doing regularly)

56% 30% 13% 11% 11%

Mobile Habits 28% Mobile ONLY phone

37% Mobile is primary

27% Facebook mobile app

40% Texters

Gen X

34

© 2010 Convio, Inc.

Defining Values Support for non profit is planned/deliberate See giving $ as the best way they can help

Tech/Media Profile 29% Facebook (reg)

(60% Total)

17% Texters

47% E-newsletters

55% Bank online

33% Shop online

Boomers

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© 2010 Convio, Inc.

Defining Values Pre-meditated giving Loyal Guarded

Tech/Media Profile 17% Facebook (reg)

(50% Total)

5% Texters

48% E-newsletters

57% Bank online

34% Shop online

Civics

How did they first hear about you?

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Gen Y Mainstream media 27% Word of mouth 22% School 18% Peer to peer event 14%

Gen X Mainstream media 24% Word of mouth 18% Mail 16% Peer to peer event 11% Work/job 11% Product purchase 11%

Boomers Mainstream media 28% Mail 19% Word of mouth 16% Work/job 11%

Civics Mail 35% Mainstream media 24% Word of mouth 18%

Online surveys can be effective for audience research • Survey Monkey

• Send a survey to everyone you have an email for (volunteers, event participants, staff, donors, advocates etc…)

• Track responses back to individuals

• Use individual response data to create targeting profiles

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Questions to ask in market research • How did you first hear about us?

• What do you think we do?

• What newspapers/radio stations/TV stations do you use regularly?

• What social networks on?

• Do you live in an urban/suburban/rural?

• Age/sex/location/single?

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People love surveys!

• Emails surveys have high response rates

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With your survey results, create an audience profile Who are they?

-Demographics

-Psychographics

About your brand?

-What do you want them to know

-What do you want them to feel

-Why should they be interested in your brand

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With your survey results, create audience profiles Who are they?

-Demographics

-Psychographics

About your brand?

-What do you want them to know

-What do you want them to feel

-Why should they be interested in your brand

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What does this mean for branding? • Depending on your audiences – you can

be quite targeted with your branding programs...

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Your supporters use MANY channels

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Therefore ...branding campaigns need to be multi-channel • Multi-channel doesn’t have to = expensive

• Social media branding campaigns can be inexpensive

• Adwords and Facebook ads can be inexpensive

• Work with PR to secure “earned” media coverage

• Work internally to leverage “owned” media

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The Library Online

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Adwords

• Can reinforce campaigns taking place on “other” media

• Be specific with your ads e.g. use full name v.s. acronym

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A multi-channel branding campaign

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Potential for

kiosk

fundraising in

malls, sports

stadiums and

other public

locations

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Tracking is key

• Having a multi-channel branding campaign only makes sense if you can actually judge and compare the efficacy of each channel

• Some channels will work better for you than others

• Need to determine where future efforts should be directed

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Various ways of measuring branding campaign effectiveness • Recollection

• Site visits and landing page performance (time on page, bounce rate, CTR from landing page etc…)

• Engagement rate

• Fundraising (if a branding campaign is part of a fundraising campaign)

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Landing Page Views

By Source

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Pageviews from media sources

Online Ads

Billboard

Email

S&W Website

TV

Postcard

Adwords

Texas Monthly

Radio

Newspaper

Geographic breakdown

of visits

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27

-Sep

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29

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Scott & White Appeal Activity

Daily Revenue

Number of Gifts

Daily Traffic

Billboard Billboard

Online Banner Ad

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Texas Monthly Texas Monthly

Google Insights

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ALLOW OTHERS TO SHARE YOUR BRAND

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People are sharing their experiences, their passions, their knowledge, their arguments…

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And many many more things

People want to interact

Social sharing traffic now accounts for as much as one-third of the amount of traffic driven by search

A site receiving 1,000 visits per month from search engines is now receiving 333 of visits through social sharing

Courtesy: Sharethis 2009

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Something changed

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YouTube, Twitter and Facebook has transformed word-of-mouth, increasing it’s potential to influence others

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There’s trust in advertising, but not as we knew it

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The traditional brand route

Your Brand

Marketing

Events

PR / Advertising

Website

The General Public

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Today’s Reality

Facebook is the #1 social network used by nonprofits – 86% in 2010, up from 74% in 2009 – Drop in avg. community size: 5,391 members (2009) to 2,440 in 2010 Twitter is the social networking outlet of choice with a year-over-year increase of 38% – Average community size grew 627% (286 followers to 1,792 followers in 2010) – Still relatively small community sizes for nonprofits but shows upward movement LinkedIn and YouTube usage remain steady MySpace shows the biggest drop at 45% with nonprofits

Source: The Nonprofit Social Media Benchmarks Report, 2010

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And donors are using social media…

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Facebook Twitter MySpace FourSquare Digg YouTube Flickr Picasa Delicious LinkedIn Google Buzz

Use it regularly Use it, but not regularly

Source: Next Gen Study, 2010

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What was your first interaction with the charity you now donate to?

29.9%

19.5%

9.8% 9.7%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Gen Y Gen X Boomers Matures

Joined a social networking group/online community to stay informed and share information with other people who care about that charity or cause

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Are you willing to promote a charity you support on social media?

12.3% 11.7%

7.5% 7.8%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

Gen Y Gen X Boomers Matures

Willing to Promote them today

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Sharing is key

• Need to understand the differing preferences across generations

• Gen Y and Gen X more open to connecting/promoting your cause

– Opportunity: They are also the easiest to reach via social channels

• Boomers and Civics as a whole are slower to adopt

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• Schools got on board

• Other community organisation participated

• Local media coverage

• Viral social media coverage

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Out came the evangelists

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Leverage your evangelists

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Who are your evangelists? And what tools do

you give them to market/fundraise for you?

Reputation management

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Opening up to evangelists means… • You have to deal with negative comments

• You are willing to lose some control over branding and voice

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Are you listening?

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Commenting Policy

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Brand management on social networks It’s the personal touch with a sprinkling of logo...

People share with people, not logos

Create a balance of consistency in mission, message, graphics, yet with a human touch

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How can you brand your non-profit?

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Establish your brand

Reach people

Allow others to

share your brand